FROM its modest beginnings selling ironmongery and hardware from the front room of a terraced house in the Clydach Vale, Leekes now has three large stores, at Cross Hands, Llantrisant and Melksham.

Keeping an independent family-run business thriving is going to be hard enough at the best of times. But to come through two world wars and years of economic depression to stand among Wales’ top 60 business is nothing short of spectacular. That is what Leekes, the business started in the Rhondda in 1897, has managed to do. Tim Lewis reports

FROM its modest beginnings selling ironmongery and hardware from the front room of a terraced house in the Clydach Vale, Leekes now has three large stores, at Cross Hands, Llantrisant and Melksham.

Handed down through four generations of the Leeke family, the stores now employ more than 1,200 members of staff.

Standing still is not an option for one of Wales’ most recognisable independent retailers, and the recent launch of a new online store signals the company’s wish to move with the times.

Plans to open a fourth department store are also gathering pace for a company expanding all the time.

The roots of the company are traced back to one man, James Henry Leeke.

A chronicle of James Leeke’s life and the growth of the Leeke family business has been penned by his great grandson David Leeke.

David still holds a very senior position in Leekes Limited and his book, Leekes – An Ironmonger’s Tale, is an informative story of one of Wales’ top businesses.

With help from his cousin Clive Davies, the book charts the family tree and more than 100 years of family and company history.

Born in 1880 in Barewood, near Pembridge, Herefordshire, James Leeke was the 10th and youngest child of William Leeke.

At 15 he served as an apprentice for John Lucas, of Walton, where he was taught the art of blacksmithing and shoemaking.

After completing his apprenticeship he volunteered to serve in the Boer War in South Africa, returning to Britain at the age of 20.

He returned to his trade as a blacksmith, moving first to Merthyr Tydfil before settling in the village of Peterson-super-Ely in the Vale of Glamorgan.

It was here he met his future wife Mary Gwendoline David, and the pair were married in 1908.

From the couple’s home at 178 Court Street, Tonypandy, James started to sharpen tools and opened a small ironmongery business from the front room.

The early years of the business were fraught with problems, first the miners’ strike in Cwmbran in 1910, when 12,000 miners downed tools in a conflict between the union and company.

This was nothing compared with the problems endured by the start of the First World War. Thousands of miners left to carry out military service and although James Leeke gave them his wholehearted support, it was not good for business.

But it survived, and Leeke began to build his ownership of properties, including returning to Herefordshire where he purchased a few smallholdings with the intention of one day returning there.

By the mid 1920s the business had become a family one with son Llewellyn becoming more and more involved. He would eventually take over in 1933 when surviving the post-war depression was the main aim for Leekes.

As the family continued to grow so did the business, Leekes and Sons was doing well and began to steady.

This all changed when the Second World War broke out and the next 10 years were again spent working to make sure the business stayed alive.

It did, and with the end of the war came a newfound optimism not just for businesses but for Wales generally.

A new Labour Government was elected after being massively endorsed by the Welsh electorate.

Despite rising unemployment rates in the Rhondda and surrounding areas, the new influx of people living in the area was steadily rising thanks to the availability of affordable housing.

By 1965 the company turnover had reached #38,000 but it was starting to feel the limitations of its small shops especially as the demand for home improvements in the Rhondda had gone through the roof.

The old goods yard station was bought for #5,110 by the Leeke family from the Railway Board and this became the new home of Leeke and Sons.

Government initiatives to get new industries back into South Wales helped to drive employment levels back up and Llewellyn’s sons got involved in the family business.

But growth of the business was taking place so quickly it could no longer be run by family members only and a number of full-time staff were drafted in to help.

Turnover had reached half a million pounds by 1975 and the business had firmly established itself as one of the first DIY outlets, leading the way for national chains such as B&Q.

Continued success resulted in the opening of the first Leekes superstore in 1977 in Llantrisant.

A former factory site was bought and converted to a shop, but this did not come without its own set of problems. Opposition to the development by local businesses and residents, concerned about traffic and parking problems the store would create delayed the opening of the store.

The success in Wales for Leekes ran alongside the success of Cardiff MP James Callaghan, who one year earlier had become Prime Minister.

Moving to Llantrisant brought with it new job opportunities for people in the area and after the initial intake of 20 new staff more would soon follow as the level of public interest would surprise everyone. This was reflected in the finances of the company. By the early 1980s annual profit had reach #4m.

The product range increased from just DIY materials to home furnishings, and upholstery began to appear in the store.

Furniture sales began to match DIY sales and it soon became obvious to the family that there were ample business opportunities to be had.

After much deliberation about the site of a new store, one which would complement the existing Llantrisant site, Cross Hands was picked as the home of the next family venture.

A site was purchased from the National Coal Board and work quickly commenced on the new store. Advertising for the new store incorporated the idea of the “out of town department store”, something which is still extremely popular today.

Weeks before the new store opened a burst water pipe flooded the shop and threatened to set the grand opening back by weeks.

But hard work by family members and staff ensured the new flagship store opened on time and in pristine condition, with Max Boyce performing the grand opening ceremony.

With a garden centre, golf shop, furniture, kitchen and bathroom departments, and restaurant, the store was awash with customers on the opening day.

While business at the two Welsh stores was booming, the family desperately wanted to open a third store, but one which didn’t compete with the Llantrisant and Cross Hands sites.

The decision was made to expand the company across the Severn Bridge into England, and Melksham was soon identified as the perfect place to build the newest addition to the chain.

Costing more than #5m to build with room for nearly 1,000 cars the store was opened in 1992 just one year after the location had been identified by Gerald Leeke as a possible business venture.

Opening days would not have been the same without a late drama and Melksham proved to be no exception.

A fire started in some waste stacked against the back wall of the building almost caused the cancellation of the opening and local authority planning officers, together with a fire officer, had to make a very late night inspection.

After hours of deliberation in the early hours, the green light was given for the store to open, much to the relief of everyone involved.

George Best, who had been the star attraction at the Llantrisant store for its 20th anniversary, was then on hand in 1997 for the fifth anniversary of the Melksham store.

Hundreds of people queued for autographs from the former Manchester United and Northern Ireland football star and Best insisted on staying until everyone had been attended to.

Leekes’ success over the years allowed the family to invest in a number of causes outside of business.

Relationships were built with schools and Leekes provided sponsorship for a number of rugby and football clubs.

This soon progressed to involvement with some of the biggest clubs in Wales, including, Cardiff, Bridgend and Llanelli rugby clubs.

The company soon become a sponsor for Wales’ biggest football club, Cardiff City.

In the late 1980s they sponsored Wales’ first professional squash team, called the Leekes Welsh Wizards.

Leekes became firmly associated with squash through its sponsorship and events, the highlight of which was a #?m deal to be the main sponsor of the British Open.

Grand ambitions became reality in 1994 when Leekes took ownership of a golf club in Hensol, Vale of Glamorgan, and this started the move of the company into the leisure industry.

The Vale Hotel has built the reputation as one of the UK’s premier resorts and is the official base of the Welsh Rugby Union and the Football Association of Wales.

Probably the most intriguing of all of the Leeke family investments came in 2003 when the company announced its purchase of the Hensol Castle Estate with its 17th-century Grade I listed stately home that stands alongside The Vale Resort.

The castle is now being developed into a world-class hotel and spa, and when finished promises to be the jewel in a shining family crown.

Leekes, An Ironmonger’s Tale is by David Leeke. To order, go online to www.leekes.co.uk